The PlayStation2 ad for the game 'Turok Evolution' sparked complaints to the Advertising Standards Authority from readers in Hampshire and Merseyside for being offensive and socially irresponsible because it featured a computer-generated picture of a small child screaming.
The child had three lacerations across his forehead, eye and nose and a bruise on his forehead. The shadow of a dinosaur was visible behind the child.
The advertiser, Acclaim Entertainment, said the ad was for a game that featured people dealing with the return of dinosaurs.
It said the dinosaur's shadow was clear and its three claws were prominent in the ad so it was obvious that it had caused the lacerations on the child's face.
It also said it made sure the picture did not look real and that it was suitable for the Official PlayStation2 Magazine's target audience, who are in their mid-twenties.
The Xbox ad for a new game from Ubi Entertainment upset readers with the tag line "Come and get it mutha f**ker", and showed a picture of a figure dressed in black, bloodstained clothing with buckles.
Readers complained that the language in the ad was not suitable for a magazine that was read by children.
Ubi Entertainment explained that it had checked the ad was suitable for the Official Xbox Magazine's target readership, which corresponded with the audience the advertiser was trying to reach.
It also said that it acknowledged that children might read the magazine and replaced letters in the expletive with asterisks, to avoid causing offence.
Despite both advertisers' explanations, the ASA upheld the complaints against both ads because, although neither publication is aimed at children, the subject matter is attractive to a younger audience and is sometimes read by children. Both advertisers were told not to repeat the ads.
Both the Official Xbox Magazine and the Official PlayStation2 Magazine are published by Future Publishing.
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